Assignment 2a - Market Research PDF

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20 Fundamentals of Marketing: Assignment 2a

Joshua He StuId: 101 9/25/2019

Contents Goodlife Health Clubs Brand.................................................................................................................2 Goodlife Health Clubs........................................................................................................................2 Macro and Micro Environment Factors.................................................................................................3 Macro Factors....................................................................................................................................3 Micro Factors.....................................................................................................................................3 Ideal Target Market................................................................................................................................4 Persona..............................................................................................................................................4 Customer Decision Making Process (CDMP)..........................................................................................5 Need Recognition..............................................................................................................................5 Information Search............................................................................................................................5 Evaluation of Alternatives..................................................................................................................5 Purchase Decision..............................................................................................................................5 Post-Purchase:...................................................................................................................................6 References.............................................................................................................................................7 Goodlife Health Clubs:.......................................................................................................................7 Fitness & Lifestyle Group:..................................................................................................................7 Social Media:.....................................................................................................................................7 IBISworld:..........................................................................................................................................7 Additional:.........................................................................................................................................7

Goodlife Health Clubs Brand Goodlife Health Clubs Goodlife Health Clubs is one of Australia’s fastest growing and most respected gym networks, fully owned by the Fitness & Lifestyle group, a club network comprised of wholly company owned gyms such as Fitness First, Jetts, and Zap. Since its establishment in 2002, it has quickly grown its gym network to over 85 locations, and supports more than 270,000 members aiming to ‘live healthier, happier and more active lives’(Insert Citation). Their website states that its their mission to get more Australians moving and living the Goodlife, while taking inspiration from a variety of situations such as ‘fitting into those still-holdingonto-hope jeans, getting the kids to school on time, running a marathon or simply finding 20 minutes in each day to breathe’ (Goodlife Health Clubs c. 2019). The Fitness and Lifestyle group currently owns the highest market share of 25.5% within the Australian fitness industry, with the next closes being Anytime Fitness at 14.8% (IBIS World c. 2019). Their brands include Fitness first, Goodlife Health Clubs, Jetts 24hr Fitness, Zap Fitness 24/7, Barry’s, Arena Fitness MMA, Hypoxi, Loup., & KUBOfit (fitlg c. 2019). With the majority of their fitness clubs offering 24 hour access and access to a multitude of personal trainers and fitness classes at no additional cost, as well has industry leading health and fitness apps exclusive to fitness first and goodlife members, it is clear to see why the Fitness and Lifestyle group leads the current Australian market.

Place

People  



Ages 18 – 40 Professionals Mothers, Children, & Elderly

  

Health Clubs Website Social Media o Instgram o Facebook

Product   

Marketing Mix



 Promotion   

Website Social Media o Influencers Word of Mouth

Gym Facilities Private Trainers Mobile Apps o loup. o KuboFit Fitness Programs Fitness Blog

Price 

Varied Price Offerings o $17.99pw (18 MTHs) o $19.99pw (12 MTHs) o $25.99pw (MTH 2 MTH) o $99 Joining Fee

Macro and Micro Environment Factors Macro Factors Goodlife advertises themselves as a company with the purpose of moving people to achieve great things, whether that includes finding a better work/life balance, creating healthy habits, or training for a marathon. The identify as a community, and when you join you become ‘part of the tribe’, as stated in their about us section on their website. The market average shows that 50.1% of gyms users are aged between 15 to 34, 31% are aged between 35 to 54, and the final 18.9% are 55 and over. Based on the imagery shown and classes offered on their website, Goodlife Health Clubs are more likely to have a higher percentage of users aged 15 to 34, with most imagery depicting young adults, and the majority of images associated with classes also depicting females. Based on the pricing for memberships, it is expected that the majority members will have a steady stream of income, as billing is conducted regularly with late fees should a payment fail to be processed. With memberships starting at $17.99, Goodlife is on the pricier side, with competitors offering much lower prices. Goodlife Health Clubs are located throughout Australia, with the exception of NSW, NT, and TAS, with health clubs being located in the Perth, Adelaide, Melbourne, and Brisbane CBD’s as well as their respective suburbs. There are also clubs located in Fremantle and the Gold Coast, as well as one rural club located in Rockhampton, as such it can be assumed that Goodlife caters specifically to suburban residents.

Micro Factors Goodlife Health Club’s customers will fall mostly under the 18 – 30 age group, with most of their classes and advertising being directed towards a younger audience, and while the majority of the market share is made up of individuals in this age group, they have also chosen to cater to older and younger individuals, with classes being offered for ‘active adults’ with the goal of ‘Obtain great results through safe and low-impact exercise to ensure your body is kept in peak health in your golden years.’ (Goodlife Health Clubs c. 2019), as well as children with their ‘Active Kids’ class providing the building blocks needed to create healthy eating habits and well as maintain a positive body image. Goodlife’s competitors within the fitness industry are F45, Snap Fitness, Anytime Fitness, Fernwood, and Plus Fitness, with F45 being the highest used ranked gym (Canstarblue c. 2019), and Anytime Fitness being their next largest market competitor, with Anytime Fitness having the most gym locations of any fitness provider in the country. While other competitors such as Snap and Plus Fitness offering lower weekly costs, Goodlife are able to justify a higher weekly membership costs due to premium facilities on offer, such as sauna/stream rooms and pools at selected clubs. In addition to this they also offer an extremely large catalogue of classes and programs with more than 100 on offer. With only a few competitors having similar offerings, Goodlife will need to continue to improve upon their current catalogue and introduce new programs and classes in order to stay ahead of the rest of the market.

Ideal Target Market Persona

Josiah Andrews Age: 25 Sex: Male Occupation: Investment Banker Location: Inner Easter Suburbs, Melbourne Character: Hard Working and Driven, Lives a health lifestyle SES: Middle-High

Motivations: -

Setting New Goals and Achieving Them Socialising

Driven

Frustrations: -

Travel times between work, home, and the gym Finding time for activities outside of work

Logical

Life Goals: -

Recognition in the work place Promotion and more responsibilities

Outgoing

Customer Decision Making Process (CDMP) Need Recognition Goodlife trigger Josiah’s need recognition by stating they have a clear purpose in helping people achieve great things, such as a better work/life balance and healthier lifestyles, both of which are important to Josiah, as he currently has trouble maintaining an adequate work/life balance. Goodlife pride themselves on their community which they describe as a ‘tribe’ or ‘extended family’, and with Josiah having a social nature, is perfectly catered to him.

Information Search Goodlife have chosen to market themselves on ‘The Big Three’ social media platforms; Facebook, Youtube, and Instagram, as well as Twitter. These are all locations where Josiah is most likely to browse during his spare time. Goodlife has chosen to utilise a wide range of social media fitness influencers such as Amanda Bisk (@amandabisk, 725k followers), Ellen Clark (@ellen_clark, 165k followers), Anthony Noud (@anthonyinnerwork, 89.1k followers), and many others from various backgrounds such as acting and beauty. With a combined media audience in the millions, each influencer contributes by making a number of posts on Goodlife’s and their social media platforms, such as Instagram, Snapchat and Facebook, as well as author blog content located on the Goodlife website. Through these methods Goodlife thoroughly advertises their facilities and classes in a manner best suited to Josiah, which will allow him to make an informed decision on whether he chooses to sign up to Goodlife or another gym.

Evaluation of Alternatives With Goodlife offering memberships at a price higher than the competition, Josiah will most likely look at alternatives similar to Goodlife, of which only Fitness First and Anytime Fitness compare. However, while Anytime Fitness is slightly cheaper, it has considerably less on offer, with less facilities accessible and only minimal scheduled classes relative to your chosen location, and Fitness first, while being the same price and with much the same facilities, has less classes on offer. This will lead Josiah to ultimately choose Goodlife Fitness.

Purchase Decision Goodlife offers three different membership options; 





PLATINUM M2M (Month to Month) - $25.99pw one club access - $27.99pw national club access PLATINUM 12MTH - $19.99pw one club access - $22.99pw national club access BLUE 18MTH - $17.99pw SINGULAR CLUB ACCESS

With each membership option offering gym access to your selection of gyms as well as free group fitness classes, the PLATINUM 12MTH membership stands out at the best on offer, while being

considerable cheaper than their most expensive option and only mildly more expensive than their cheaper option, it also offers the most included extras, such as; free guest passes, quarterly PT sessions, and 20% off programs. When making the decision to purchase, Josiah will be more inclined to buy the PLATINUM 12MTH membership, as it has the most to offer, and also allows him the option to move between gyms depending on where he is.

Post-Purchase: Upon purchase of a membership, Goodlife offer a wide array of free services such as a free PT session, access to exclusive application, monthly competitions and deals on a wide array of deals through affiliated health supplement vendors. With classes changed daily and weekly at Goodlife locations, Josiah can try something new every day, this is one of the many ways Goodlife keeps their consumers happy and helps to minimise post-purchase regrets.

References Goodlife Health Clubs: Goodlife Health Clubs c. 2019?, About Us, GoodLife Health Clubs, viewed 20 September 2019,

Goodlife Health Clubs c. 2019?, Classes, GoodLife Health Clubs, viewed 20 September 2019,

Goodlife Health Clubs c. 2019?, Blog, GoodLife Health Clubs, viewed 20 September 2019,

Fitness & Lifestyle Group: Fitness & Lifestyle Group c. 2019?, Our Brands, Fitness & Lifestyle Group, viewed 21 September 2019,

Social Media: Noud, A 2019?, @anthonyinnerwork, Instagram, viewed 24 September 2019,

Clark, E 2019?, @ellen_clark, Instagram, viewed 24 September 2019,

Bisk, A 2019?, @amandabisk, Instagram, viewed 24 September 2019,

Goodlife Health Clubs c. 2019?, @goodlifehc, Instagram, viewed 24 September 2019,

Goodlife Health Clubs c. 2019?, Goodlife Health Clubs Australia, Facebook, viewed 24 September 2019,

IBISworld: Youl, T 2018, Gyms and Fitness Centres in Australia, IBISWorld, viewed 22 September 2019,

Additional: Canstar Blue c. 2010, Gyms & Fitness Clubs, Canstar Blue, viewed 21 September 2019,

Burn, R 2017, Goodlife Health Clubs Recruits Aussie Influencers To Promote Brand, B and T, Viewed 22 September 2019,...